Category Archives: How to Write Press Releases: PR Strategy

How to turn traditional PR into RP, conversations with Real People

 Traditional PR has a bad rap. Is it time for a change?

Old-style PR smacks of selling.  New-style PR is about RP–Real People having conversations about what they want and need.

Old-style PR puts a face on for customers: new-style PR faces  customers with transparency.

How PR lost its soul
The term “public relations” originally meant “relating” or having a relationship with  your public or customers. Over time, it became skewed to mean putting up a good front.  Because our customers can instantly discuss products and services online, our business practices are transparent; everyone will see through a facade.  Somebody is going to Twitter or Yelp if we aren’t meeting their needs.  I want to improve my business by encouraging my customers to talk to me first.

How can we use conversations and transparency to improve our businesses?

1. Listen, don’t sell: Don’t hard sell your customers even if you’re sure you just invented time travel.  Customers shy away from selling. They don’t want to be sold. They want to be informed.  Let them know what’s happening in your business by using FB, a blog, YouTube, or the media and  invite conversation. With conversations  occurring around every new product, unless the community chooses to discuss your new time travel machine, it may never be used.

2. Stay in beta mode:  Google (this company knows how its done) is always in beta mode, updating, changing, responding to requests. Blogs and FB will enable you to  have ongoing conversations about new approaches and products with customers.  If customers want to go to the future and your time-travel machine just goes to the past, it may need a tweak.

3.  Ouch! Invite criticism: In the new world of marketing and PR, your customers will help your business evolve successfully by telling you what does and does not work–for them.  Be transparent about your plans.  Your customers will not only tell you what they want, they can make your product better. One  may suggest an upgrade that makes your time-travel machine faster!

Great Ebook by David Meerman Scott on the New Rules of PR

How does your business engage in conversations with customers?  Has reinventing your business helped you prosper?

Grammar, Punctuation, Business Letters: Best Free Business Writing Resource

Grammar, punctuation, business letters, emails:  how-to’s for your business writing. Sound good?  Do you need an organized easy-to-use resource? For free, accurate information on business writing  including emails, business letters, press releases, and more, I visit the award-winning website of Purdue University, The Purdue Owl.  I use the home page as a guide to general topics and the site map page for a specific search.

Business Writing and Press Release Writing 

For those interested in information on press release writing, check the Journalism Writing page. Not only does the site include the essential business writing resources, job seekers, students, teachers and professional writers will find information specific to their needs.  The Owl includes information on MLA and APA style guides and more.

Grammar and Punctuation Writing Resources

Getting down to the nitty-gritty, the site covers the  grammar, syntax, and punctuation.

Business Writing Resources

Business writing resources found at the Owl include:

  • Business Letters
  • Audience Analysis
  • Business Documentation
  • Memos
  • Sales Letters
  • Abstracts
  • White Papers

Press Releases: Use your content again and again . . .

Consider using your press releases content over time as part of an ongoing strategy:

  • in an email marketing blast,
  •  on a website press page,
  •  as a post to your FB page,
  • if they aren’t time sensitive, by distributing them periodically to other prospective press sites as you find them,
  •  by giving or emailing them to new prospects.
  • The  content can also be rewritten as a downloadable report that can be accessed from your website as a sales tool or to expand your mailing list.

For example, I recently wrote a press release for a muralist. Some of the content referred to scientific reports and studies.  This  content can easily be rewritten as follows:  ‘Bringing the Outside In – Using a Mural to Open Up a Small Room,’ or ‘Bringing the Outside In –  Using a Mural to Feel Less Stressed.’  This report download can be available free on her site or available to readers  if they add themselves to her mailing list.

When readers download the information, her logo and contact information make the rounds on the internet with it. This results in additional leads and higher visibility for her. It’s  free PR. If this content is well written, it will encourage the press to  contact her for future articles when they need an expert on the topics in these reports.